Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Analytics Architect
Operations Orchestrator
Marketing Maker
Brand/Demand Builder
Marketing Technologists
Marketing ManagerGrowth Marketer
Marketing OperationsCRM/MAP Admin
Marketing AnalystData ScientistData Engineer
Marketing EngineerWeb/App Developer
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Analytics Architect
Operations Orchestrator
Marketing Maker
Brand/Demand Builder
Marketing Technologists
MARKETER
MAKER
MAESTRO
MODELLER
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Marketing Technologists
Martech Responsibilities
• 85% run campaigns• 78% train & support• 76% operate as admin• 63% integrate martech
• 91% train & support• 91% workflow & process• 83% operate as admin• 83% integrate martech• 71% architect stack
• 85% operate as admin• 81% integrate martech• 46% develop sites & apps• 46% customize martech
• 83% train & support• 70% data quality• 70% data science• 67% integrate systems
MARKETER
MAKER
MAESTRO
MODELLER
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Marketing Technologists
Martech Tools 10+hr/week
• 75% MAP• 68% spreadsheets• 59% CRM/CDP• 45% analytics
• 76% MAP• 70% spreadsheets• 61% CRM/CDP• 55% project mgmt
• 69% MAP• 69% analytics• 54% CMS• 39% dev tools
• 73% spreadsheets• 60% analytics• 53% CRM/CDP• 57% BI
MARKETER
MAKER
MAESTRO
MODELLER
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
People
ProcessTechnology
Data
Train & support marketing staff on using martech
Design & manage internal workflows and process Monitor data
quality in martechResearch martech
Operate martech
Integrate martech
Architect martech stack
MAESTROOperations
Orchestrator Responsibilities
(Top 7)
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZEagilityscale
peop
lete
chno
logy
authenticity
efficiency innovation
brand
CHANGE
• Local experiments & workflows• BYOT (bring your own tools)
• Federated data• Citizen developers, data
scientists, integrators
time
app
-like
func
tiona
lity
ExcelGoogle Sheets
& Google Forms
+ Zapier
Airtable, AppSheet, Smartsheet, Salesforce Lightning Object Creator
Source: Econsultancy, Marketing in the Dark
66% of companies don’t believe they
have the skills or talent to make the
most use of marketing
technology.
“We don’t have the skills or talent required to make the most of our marketing technology.”
19%
47%
Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
Global mission, culture, and beliefs.
Global, standardized process, data & tools.
Focus on individual customers in context.
Locally optimized process, data & tools.
agilityscale
peop
lete
chno
logy
authenticity
efficiency innovation
brand
CHANGE
Editorhttp://chiefmartec.com
[email protected]: @chiefmartec
Email me at:
Program Chairhttp://martechconf.com
VP Platform Ecosystemhttp://www.hubspot.com
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